ST. PETERSBURG, Russia, Dec. 17, 2012 /PRNewswire/ -- The retail market may have experienced a downturn in recent years due to the challenging economic climate; however, according to leading technology firm Synqera, brand loyalty is the key to growth in the retail sector. Therefore, retailers should be doing everything they can to support brands in their efforts to secure loyal followers.

Whilst it is recognised that customer loyalty is a major consideration for both brands and retailers in a highly competitive market, retailers should also think about innovative ways to achieve higher engagement, advises Synqera, developers of the multi-media payment terminalSIMPLATE.

Kirill Gorynya, CEO of Synqera, explains: "Establishing brand loyalty is not a new concept and retailers have been keen to aid brands in this quest with various in store marketing tactics, as it has a direct benefit to them. However, the approach needs to move with the times if retailers are to grow, and both retailers and brands should be grabbing the opportunity to capitalise on the latest developments in technology to keep one step ahead of the competition.

"Loyalty schemes have certainly become not only popular but expected by shoppers. Social media channels have also been widely utilised by brands to great effect, but in a noisy arena, a more sophisticated approach is required. The latest retail technology devices allow retailers and brands to jump on board in a new and exciting area."

Synqera recently developed and brought to market SIMPLATE, a media communications device used at the point of payment that utilises real-time data to target the customer at this crucial time. SIMPLATE allows retailers to get the most out of offers and incentives in-store by using customer data to tailor them to each shopper. It enables integration into the retailer's current infrastructure to enhance existing loyalty schemes, and offers an advertising platform for brands and partners – which creates an additional revenue stream for the retailer.

The device features a touch screen and a camera that can verify the customer, allowing it to make offers and advertising even more bespoke. There is also NFC (Near Field Communication) technology, which can facilitate contactless transactions and read authorised loyalty and payment cards. The terminal is also connected to the internet to for possible usage of the external data, alignment with on-line services and customer's social media profiles.

Kirill concluded: "The world of technology is continually evolving and the retail sector is no different. Those who do not embrace the developments will get left behind, I believe, as technology is the key to continued growth."

For further information about Synqera and the SIMPLATE platform, visit www.synqera.com.